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U.S. Hispanic Market Overview May 5, 2009. Agenda. U.S. Hispanic Trends, Statistics, Demographics Hispanic Shopper Insights and Retailers La Curacao Toy Brands Targeted to Hispanics What other Brands are Doing Appendix. U.S. Hispanic Trends, statistics and demographics .

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slide2

Agenda

  • U.S. Hispanic Trends, Statistics, Demographics
  • Hispanic Shopper Insights and Retailers
  • La Curacao
  • Toy Brands Targeted to Hispanics
  • What other Brands are Doing
  • Appendix
current u s hispanic population trends
Current U.S. Hispanic population trends
  • 44.3 million Hispanics, 14.8% of total U.S. population of 299 million
  • Between 2000 and 2006:
    • Hispanics accounted for one-half of the nation’s growth
    • Hispanic growth rate (24.3%) was more than three times the growth rate of the total population (6.1%)
  • 25% of the country’s children under age 5 are Hispanic

Source: U.S. Census Bureau, Population Estimates July 1, 2000 to July 1, 2006

total u s hispanics at a glance
Total U.S. Hispanics at a glance

88% of Hispanics Speak Spanish at Home(1)

MARKET SIZE (1)

INCOME & CONSUMER SPENDING (2)

Hispanic

Disposable

HH Income

Hispanic

Consumer

Spending

Hispanic

Disposable

Income

12.7 Million Hispanics Households

11%of the Total U.S.

$68,219

$845 Bil.

$890 Bil.

Hispanics Are Projected to Save/Invest Approximately $45 Billion This Year!

Source: (1) 2009 Nielsen Universe Estimates; Hispanic TV Households by Language Strata, includes Speaks Only Spanish, Mostly Spanish, Spanish and English Equally, and Mostly English (based on Persons 2+);

(2) Global Insight - 2007 Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections

total u s hispanics at a glance cont
Total U.S. Hispanics at a glance cont.

POPULATION DEMOGRAPHICS (1)

POPULATION GROWTH (3)

Hispanic

Population

% Hispanic

of Total

Hispanic

Population

% Hispanic

of Total

2000

2009

2014

35,238,500

48,628,400

54,780,900

13%

16%

17%

Persons 2+

Children 2-11

Teens 12-17

Adults 18-34

Adults 18-49

Adults 25-54

43,303,000

8,537,000

4,551,000

13,928,000

22,678,000

18,670,000

15%

21%

18%

20%

17%

15%

The Hispanic Population Is Expected

to Grow 55% from 2000 – 2014, Accounting for 48% of the Total Population Growth!

Source: (1) 2009 Nielsen Universe Estimates; Hispanic TV Households by Language Strata, includes Speaks Only Spanish, Mostly Spanish, Spanish and English Equally, and Mostly English (based on Persons 2+);

(2) Global Insight - 2007 Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections

6

slide7

One in Four People will be Hispanic by 2050

Percent Hispanic of the Total Population in the U. S.

1980

2000

2020*

2040*

Census

Projections

*Projected Population as of July 1

Source: U.S. Census Bureau, 1970, 1980, 1990, and 2000 Decennial Censuses; Population Projections, July 1, 2010 to July 1, 2050

spreading to other states
Spreading to other States
  • Many immigrants are bypassing traditional gateway states in the Southwest, while many U.S.-born Hispanics have left states like California.
  • Children of Latin American immigrants are helping offset a decline or slower growth in the school-age population in states such as Georgia and Iowa.
hispanic market
Hispanic Market

Los Angeles Hispanic market is larger than the next two markets combined

Sources: 2009 Nielsen Universe Estimates

slide11

Hispanic Origin by Type

Source: U.S. Census Bureau, 2006 American Community Survey

median age by sex
Median Age by Sex

Median Age

Source: U.S. Census Bureau, 2006 American Community Survey

u s hispanic household

Non-Hispanic

Household

2.3

Hispanic

Household

3.1

U.S. Hispanic Household

The average Hispanic household has 3.1 people while the average non- Hispanic household has 2.3 people.

Source: 2007/2008 Nielsen and Simmons Market Research Bureau

top ten hispanic dmas ranking by tv hhs
Top Ten Hispanic DMAs(Ranking by TV HHs)

Source: (1) 2009 Nielsen Universe Estimates; Hispanic TV Households by Language Strata, includes Speaks Only Spanish, Mostly Spanish, Spanish and English Equally, and Mostly English (based on Persons 2+);

(2) Global Insight - 2007 Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections

percent of total u s hispanic population by state
Percent of Total U.S. Hispanic Population by State

Source: U.S. Census Bureau, U.S. population estimate, Jul. 1, 2006

los angeles 1 market in hispanic consumer spending
Los Angeles #1 market in Hispanic Consumer Spending

Hispanic Total Consumer Spending Estimates (Billions) CY2008

% of Total U.S. Hispanic

Source: Global Insight Hispanic Market Monitor 2008; Consumer Spending Estimates

u s hispanic media consumption attitudes
U.S. Hispanic Media Consumption & Attitudes
  • Roughly six in ten (59%) of Hispanics say they "enjoy looking at or listening to advertising,"
  • Compare that with 30 percent of non-Latino whites who feel this way.
  • But only 25% of those surveyed feel that today\'s marketing is personally and culturally relevant to their lives.
  • "Authenticity is required. The messages have to be real and relevant to the Hispanic consumer."
  • Hispanics\' need for preserving cultural elements has heightened in the past 4 years:
    • In 2003, 48% of Hispanics surveyed said it is important to preserve music and songs
    • In the 2007 study, it was 62%
  • Language is important - but relevance and content are as or more important.

Source: Hispanic Market Weekly, "A Hispanic Vote For Advertising," September 24, 2007

the u s hispanic shopper
The U.S. Hispanic Shopper
  • Hispanics\' purchase decisions are more likely to be influenced by in-store promotions and advertising with 34% saying they are influenced by in-store ads and coupons vs. 14% of total shoppers.
  • More than 34% of Hispanic shoppers also claim to be influenced by in-store price reductions compared to 22% of non-Hispanic shoppers.
  • At 44.3 million people, Hispanics are the largest ethnic group in the United States, and they currently boast a buying power of nearly $1 trillion.

Source: 2007 TNS’ Hispanic Shopper 360 study

internet usage influencing purchasing decisions
Internet usage influencingpurchasing decisions

Hispanics who use the internet are increasingly relying on it to make purchasing decisions

Source: 2006 AOL Hispanic CyberStudy

top factors among u s hispanics for choosing a shopping destination
Top Factors among U.S. Hispanics for Choosing a Shopping Destination
  • Low prices - 77%
  • Convenient location - 72%
  • Wide range of merchandise - 71%
  • Employees who speak Spanish - 54%
  • Products relevant to Hispanic consumers - 52%
  • Spanish signage - 47%
  • Product packaging and labels in Spanish - 43%

Source: 05-06 Hispanic OmniTel Retail Study

top 12 retailers where hispanics have shopped
Top 12 Retailers where Hispanics have Shopped

Source: 2007 Scarborough Research: Shoppers were surveyed within a 12-month period. Respondents answered that they have shopped at “x” store within the past 30 days

hispanic marketing initiatives
Hispanic Marketing Initiatives

Many top retailers chosen have several initiatives in place to specifically target Hispanic shoppers.

Source: 2007 Scarborough Research:

la curacao company overview
La Curacao Company Overview
  • La Curacao is best known as a growing chain of large format department stores of 100,000sqf each.
  • With a Hispanic focus, La Curacao ranks among the top 100 electronics and appliance retailers in the U.S.
  • Locations: CA - Los Angeles, South Gate, Panorama, Huntington Park, San Bernardino, Lynwood, Chino, Santa Ana and Anaheim. AZ - Phoenix.
  • Additional services catering to the Latino community, include:
    • CuraTel local and long distance telephone service
    • Pasito.Com internet access
    • Travel services
    • Export services
    • Sister company - Pollo Campero

restaurants

Source: LaCuracao.net/spanish/retail.htm

la curacao retail atmosphere
La Curacao Retail Atmosphere
  • Retail locations have a warm and colorful atmosphere, along with live entertainment inside the stores.
  • Adults can participate in raffles and various contests, or even dance to the music of local bands on the weekends.
  • Children can enjoy a safe play area, with qualified supervisors who will teach them computer and reading skills.
  • Redefines shopping as an all-day activity for the whole family.

Source: LaCuracao.net/spanish/retail.htm

la curacao marketing strategies
La Curacao Marketing Strategies
  • Television and Radio Spots feature such celebrities as Renán Almendárez (radio DJ) and Don Francisco (Univision’s Sabado Gigante host), both huge celebrities in the Hispanic media.
  • Puntos Program – Frequent Loyalty Shopper program where customers accumulate points and can exchange for gifts.
  • Bilingual sales associates which are well educated of every product in their department.
  • La Curacao credit account.
  • Occasional direct mail promotions.

Source: LaCuracao.net/spanish/retail.htm

dora the explorer
Dora the Explorer

Dora the Explorer’s popularity among Hispanics:

  • She is Latina
  • Her vocabulary is peppered with Spanish words, but her bilingual abilities have made her — and toys like her — favorites among all parents who may see Spanish as an asset for their own children

Toys that include Spanish phrases are appealing to Hispanic moms who want to retain their language and cultural heritage.

Source: Brandweek – Toy Treatment article. Feb 2007

fisher price
Fisher-Price
  • Launched Tickle Me Elmo in Spanish.
  • Hispanic advertising campaign for all of its toys includes TV, print, out-of-home and event marketing.
  • Fisher-Price\'s marketing also includes a toy guide placed in Spanish-language newspapers.
  • Works with retailers to create on-shelf promotions in Spanish targeting stores that over-index with Latino households.

Source: Brandweek – Toy Treatment article. Feb 2007

slide31

Fisher-Price in-store promotion

Conducted a promotion with 300 high-density Hispanic Wal-Mart stores in the weeks leading up to Three Kings Day.

On Jan. 6. The "retailtainment" event centered on the holiday, which celebrates the arrival of the Three Wise Men

In-Store Activities

  • Writing a letter
  • Coloring
  • Maze-solving

Tie-in Promotion

Limited-edition, eight-piece Little People play set that included three kings, a camel and a Hispanic family

(of four) bearing gifts.

Source: Brandweek – Toy Treatment article. Feb 2007

mattel
Mattel

Little Mommy doll line includes a Latina baby who asks for her teddy bear and bottle, plays peek-a-boo and even requests a diaper change — all in Spanish.

  • Barbie Rebelde - based on the hottest sensation pop-rock music group RBD from Univision’s soap opera Rebelde, include the show’s popular characters.

Source: Brandweek – Toy Treatment article. Feb 2007

leap frog
Leap frog
  • Learn & Groove Counting Maracas
  • shake for lights and sounds
  • & helps tots count from one to 10 in Spanish and English
  • play musical activities in both languages

Leapster Learning Game System platform features 12 new game titles in Spanish, including Dora the Explorer Piñata Party

Source: Brandweek – Toy Treatment article. Feb 2007

supermercado de wal mart
Supermercado de Wal-Mart
  • Wal-Mart will open its first Hispanic-focused supermarkets this summer in Phoenix and Houston.
  • Supermercado de Wal-Mart will carry specialty foods, including popular national brands from Mexico and the U.S. as well as an in-store cocina (kitchen) where families can dine.
  • The 39,000-square-foot store will carry approximately 13,000 products, including a wide assortment of fresh tropical fruits and vegetables and a bakery that offers more than 40 traditional sweet breads and fresh corn tortillas. A meat department featuring specialty meats designed to meet the specific preferences of local Hispanic customers.
  • Including a pharmacy with hundreds of $4 prescriptions, health and beauty aids, a Walmart MoneyCenter, a baby center and a party center

35

Source: Brandweek.com May 1, 2009

carl s jr sizzles with univision novela pitch
Carl’s Jr. Sizzles with Univision Novela Pitch
  • Carl’s Jr.’s new Hispanic TV campaign include four versions of mininovelas promoting different Carl’s Jr. products
  • Spots airing on Univision and Telefutura’s prime time in 11 CA, AZ and TX markets
  • It has all the elements: a beautiful young woman lying next to a handsome man wearing only a towel. The pair are interrupted by the man’s father, who was the woman’s former lover and was supposed to be dead. All three end up in bed together noshing on Kentucky Bourbon Burgers (complete with signature crunch) as the announcer intones: “Because not only the most manly men watch novelas, all of us do. Enjoy them with the delicious Kentucky Bourbon Burger from Carl’s Jr.”
  • Deseos

36

Source: Brandweek.com March 23, 2009

express your hispanic heritage with kleenex brand art contest
Express Your Hispanic Heritagewith Kleenex Brand Art Contest
  • In an effort to help celebrate Hispanic Heritage month, tissue maker Kimberly-Clark launched a Hispanic-themed packaging design contest.
  • Participants submitted original artwork that celebrates Hispanic Heritage through the use of culturally relevant designs, themes and/or motifs. The winning tissue patterns will appear on Kleenex boxes in September 2009
  • Winners were selected in 2 rounds: (1) – panel of judges; (2) – public voting
  • Prizes: 3 grand prizes of $5,000 cash each; and 9 first prizes of $500 cash each
  • Expresa tu Hispanidad

37

Source: Brandweek.com March 9, 2009

oscar mayer sabor de mam recipe contest
Oscar Mayer Sabor de MamáRecipe Contest
  • For many Hispanic families living in the U.S., the American hot dog has evolved into an ingredient for their traditional meals.
  • To celebrate its heritage, Oscar Mayer launched in April 2009 the Sabor de Mama recipe contest. Teaming up with Oscar Mayer to find the best recipe is Maggie Jimenez, host of Telefutura\'s cooking show ¡Qué Sabor!
  • Hispanic consumers can log on to sabordemama.com for a chance to win by sharing their favorite traditional recipe featuring the quality of Oscar Mayer hot dogs and why it\'s special to the family.
  • Grand Prize winner will receive $5,000 and the opportunity to join Jimenez at an event to showcase his/her winning recipe. The winner will also enjoy an exclusive photo shoot with Jimenez to be featured in Kraft fall issue of Comida y Familia magazine.
  • First Prize (5) one year supply of Oscar Mayer hot dogs and Second Prize (50) Party Pack including apron, cooking utensils and serving tray.
  • Sabor de Mama

38

Source: HispanicPRWire.com April 15, 2009

verizon torneo clausura 2009 futbol mexicano sweepstakes
Verizon Torneo Clausura 2009 Futbol Mexicano Sweepstakes
  • To build awareness among its subscribers about consulting the most relevant information about Mexican Soccer tournaments on their mobile phones, Verizon Wireless launched the Torneo Clausura 2009 Futbol Mexicano Sweepstakes.
  • Sweepstakes is open during the timing of 2009 Mexican Soccer tournament
  • Verizon Wireless subscribers text in FLM to 3560 for a chance to win one of ten kits which include one LG Dare™ phone, soccer ball and jersey from a Mexican Soccer team
  • Sweepstakes is promoted on Univision.com website

39

Source: Univision.com 2009

additional samples
Additional Samples
  • Direct Mail – Kmart and Glade
  • FSIs – Huggies, Knor, Splenda, Anthony’s Pasta & Scott Tissue
  • Roto Ad – Home Depot

41

summary
Summary
  • Hispanics are the fastest growing minority population in the U.S.
  • 25% of the country’s children under age 5 are Hispanic.
  • 1 in 4 people will be Hispanic by 2050.
  • About 59% of Hispanics enjoy looking or listening to advertising.
  • Messages have to be real and relevant to the Hispanic consumer.
  • Hispanics enjoy shopping with the entire family and shop at places where products are relevant to their needs.

42

los angeles
Los Angeles

87% of Hispanics Speak Spanish at Home(1)

MARKET SIZE (1)

INCOME & CONSUMER SPENDING (2)

#1

Hispanic

Disposable

HH Income

Hispanic

Consumer

Spending

Hispanic

Disposable

Income

Hispanic DMA

(Ranking by TV HHs)

1,854,810 Hispanic Households

33% of the DMA

$77,415

$149.3 Bil.

$155.8 Bil.

Hispanics Are Projected to Save/Invest Approximately $6.5 Billion This Year!

Hispanics Have Larger Households!

3.9 Persons vs. 3.0 Total Market

POPULATION DEMOGRAPHICS (1)

POPULATION GROWTH (3)

Hispanic

Population

% Hispanic

of Total

Hispanic

Population

% Hispanic

of Total

2000

2009

2014

6,466,900

7,881,100

8,419,800

40%

45%

46%

Persons 2+

Children 2-11

Teens 12-17

Adults 18-34

Adults 18-49

Adults 25-54

7,297,000

1,480,000

806,000

2,287,000

3,813,000

3,170,000

43%

56%

51%

54%

47%

42%

The Hispanic Population Is Expected

to Grow 30% from 2000 – 2014, Accounting for 99% of the Total Population Growth!

Source: (1) 2009 Nielsen Universe Estimates; Hispanic TV Households by Language Strata, includes Speaks Only Spanish, Mostly Spanish, Spanish and English Equally, and Mostly English (based on Persons 2+);

(2) Global Insight - 2007 Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections

new york
New York

92% of Hispanics Speak Spanish at Home(1)

MARKET SIZE (1)

INCOME & CONSUMER SPENDING (2)

#2

Hispanic

Disposable

HH Income

Hispanic

Consumer

Spending

Hispanic

Disposable

Income

Hispanic DMA

(Ranking by TV HHs)

1,242,160 Hispanic Households

17% of the DMA

$67,230

$89.5 Bil.

$94.0 Bil.

Hispanics Are Projected to Save/Invest Approximately $4.5 Billion This Year!

Hispanics Have Larger Households!

3.2 Persons vs. 2.7 Total Market

POPULATION GROWTH (3)

POPULATION DEMOGRAPHICS (1)

Hispanic

Population

% Hispanic

of Total

Hispanic

Population

% Hispanic

of Total

2000

2009

2014

3,751,000

4,407,600

4,632,100

19%

21%

22%

4,015,000

684,000

395,000

1,180,000

2,094,000

1,799,000

20%

25%

24%

26%

23%

21%

Persons 2+

Children 2-11

Teens 12-17

Adults 18-34

Adults 18-49

Adults 25-54

The Hispanic Population Is Expected

to Grow 23% from 2000 – 2014, Accounting for 100% of the Total Population Growth!

Source: (1) 2009 Nielsen Universe Estimates; Hispanic TV Households by Language Strata, includes Speaks Only Spanish, Mostly Spanish, Spanish and English Equally, and Mostly English (based on Persons 2+);

(2) Global Insight - 2007 Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections

miami
Miami

97% of Hispanics Speak Spanish at Home(1)

MARKET SIZE (1)

INCOME & CONSUMER SPENDING (2)

#3

Hispanic

Disposable

HH Income

Hispanic

Consumer

Spending

Hispanic

Disposable

Income

Hispanic DMA

(Ranking by TV HHs)

658,490 Hispanic Households

43% of the DMA

$75,476

$48.9 Bil.

$50.8 Bil.

Hispanics Are Projected to Save/Invest Approximately $1.9 Billion This Year!

Hispanics Have Larger Households!

2.8 Persons vs. 2.7 Total Market

POPULATION DEMOGRAPHICS (1)

POPULATION GROWTH (3)

Hispanic

Population

% Hispanic

of Total

Hispanic

Population

% Hispanic

of Total

2000

2009

2014

1,575,700

1,972,600

2,121,600

40%

47%

49%

Persons 2+

Children 2-11

Teens 12-17

Adults 18-34

Adults 18-49

Adults 25-54

1,862,000

226,000

142,000

441,000

892,000

834,000

45%

41%

43%

50%

49%

48%

The Hispanic Population Is Expected

to Grow 35% from 2000 – 2014, Accounting for 100% of the Total Population Growth!

Source: (1) 2009 Nielsen Universe Estimates; Hispanic TV Households by Language Strata, includes Speaks Only Spanish, Mostly Spanish, Spanish and English Equally, and Mostly English (based on Persons 2+); (2) Global Insight - 2007 Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections

houston
Houston

90% of Hispanics Speak Spanish at Home(1)

MARKET SIZE (1)

INCOME & CONSUMER SPENDING (2)

#4

Hispanic

Disposable

HH Income

Hispanic

Consumer

Spending

Hispanic

Disposable

Income

Hispanic DMA

(Ranking by TV HHs)

549,890 Hispanic Households

26% of the DMA

$73,010

$38.5 Bil.

$40.6 Bil.

Hispanics Are Projected to Save/Invest Approximately $2.1 Billion This Year!

Hispanics Have Larger Households!

3.4 Persons vs. 2.8 Total Market

POPULATION DEMOGRAPHICS (1)

POPULATION GROWTH (3)

Hispanic

Population

% Hispanic

of Total

Hispanic

Population

% Hispanic

of Total

2000

2009

2014

1,414,800

2,068,800

2,397,500

28%

34%

36%

Persons 2+

Children 2-11

Teens 12-17

Adults 18-34

Adults 18-49

Adults 25-54

1,883,000

387,000

201,000

615,000

1,003,000

829,000

32%

41%37%

42%

36%32%

The Hispanic Population Is Expected

to Grow 69% from 2000 – 2014, Accounting for 59% of the Total Population Growth!

Source: (1) 2009 Nielsen Universe Estimates; Hispanic TV Households by Language Strata, includes Speaks Only Spanish, Mostly Spanish, Spanish and English Equally, and Mostly English (based on Persons 2+);

(2) Global Insight - 2007 Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections

dallas
Dallas

89% of Hispanics Speak Spanish at Home(1)

MARKET SIZE (1)

INCOME & CONSUMER SPENDING (2)

#5

Hispanic

Disposable

HH Income

Hispanic

Consumer

Spending

Hispanic

Disposable

Income

Hispanic DMA

(Ranking by TV HHs)

488,150 Hispanic Households

20% of the DMA

$67,334

$30.4 Bil.

$32.6 Bil.

Hispanics Are Projected to Save/Invest Approximately $2.2 Billion This Year!

Hispanics Have Larger Households!

3.5 Persons vs. 2.7 Total Market

POPULATION DEMOGRAPHICS (1)

POPULATION GROWTH (3)

Hispanic

Population

% Hispanic

of Total

Hispanic

Population

% Hispanic

of Total

2000

2009

2014

1,174,800

1,931,400

2,312,600

20%

27%

29%

Persons 2+

Children 2-11

Teens 12-17

Adults 18-34

Adults 18-49

Adults 25-54

1,689,000

362,000

179,000

585,000

930,000

754,000

25%

34%

30%

35%

29%

25%

The Hispanic Population Is Expected

to Grow 97% from 2000 – 2014, Accounting for 53% of the Total Population Growth!

Source: (1) 2009 Nielsen Universe Estimates; Hispanic TV Households by Language Strata, includes Speaks Only Spanish, Mostly Spanish, Spanish and English Equally, and Mostly English (based on Persons 2+);

(2) Global Insight - 2007 Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections

chicago
Chicago

92% of Hispanics Speak Spanish at Home(1)

MARKET SIZE (1)

INCOME & CONSUMER SPENDING (2)

#6

Hispanic

Disposable

HH Income

Hispanic

Consumer

Spending

Hispanic

Disposable

Income

Hispanic DMA

(Ranking by TV HHs)

485,270 Hispanic Households

14% of the DMA

$77,719

$37.7 Bil.

$40.0 Bil.

Hispanics Are Projected to Save/Invest Approximately $2.3 Billion This Year!

Hispanics Have Larger Households!

3.7 Persons vs. 2.7 Total Market

POPULATION DEMOGRAPHICS (1)

POPULATION GROWTH (3)

Hispanic

Population

% Hispanic

of Total

Hispanic

Population

% Hispanic

of Total

2000

2009

2014

1,497,600

1,986,500

2,199,700

16%

20%

22%

Persons 2+

Children 2-11

Teens 12-17

Adults 18-34

Adults 18-49

Adults 25-54

1,785,000

365,000

194,000

613,000

967,000

773,000

19%

26%

24%

27%

22%

19%

The Hispanic Population Is Expected

to Grow 47% from 2000 – 2014, Accounting for 79% of the Total Population Growth!

Source: (1) 2009 Nielsen Universe Estimates; Hispanic TV Households by Language Strata, includes Speaks Only Spanish, Mostly Spanish, Spanish and English Equally, and Mostly English (based on Persons 2+); (2) Global Insight - 2007 Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections

san antonio
San Antonio

85% of Hispanics Speak Spanish at Home(1)

MARKET SIZE (1)

INCOME & CONSUMER SPENDING (2)

#7

Hispanic

Disposable

HH Income

Hispanic

Consumer

Spending

Hispanic

Disposable

Income

Hispanic DMA

(Ranking by TV HHs)

382,990 Hispanic Households

47% of the DMA

$63,088

$24.3 Bil.

$24.6 Bil.

Hispanics Are Projected to Save/Invest Approximately $300 Million This Year!

Hispanics Have Larger Households!

3.0 Persons vs. 2.7 Total Market

POPULATION DEMOGRAPHICS (1)

POPULATION GROWTH (3)

Hispanic

Population

% Hispanic

of Total

Hispanic

Population

% Hispanic

of Total

2000

2009

2014

1,032,100

1,305,200

1,461,700

51%

54%

55%

Persons 2+

Children 2-11

Teens 12-17

Adults 18-34

Adults 18-49

Adults 25-54

1,165,000

214,000

125,000

324,000

560,000

486,000

53%

61%

60%

59%

55%

52%

The Hispanic Population Is Expected

to Grow 42% from 2000 – 2014, Accounting for 67% of the Total Population Growth!

Source: (1) 2009 Nielsen Universe Estimates; Hispanic TV Households by Language Strata, includes Speaks Only Spanish, Mostly Spanish, Spanish and English Equally, and Mostly English (based on Persons 2+); (2) Global Insight - 2007 Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections

phoenix
Phoenix

84% of Hispanics Speak Spanish at Home(1)

MARKET SIZE (1)

INCOME & CONSUMER SPENDING (2)

#8

Hispanic

Disposable

HH Income

Hispanic

Consumer

Spending

Hispanic

Disposable

Income

Hispanic DMA

(Ranking by TV HHs)

381,180 Hispanic Households

21% of the DMA

$57,287

$20.3 Bil.

$21.7 Bil.

Hispanics Have Larger Households!

3.5 Persons vs. 2.6 Total Market

Hispanics Are Projected to Save/Invest Approximately $1.4 Billion This Year!

POPULATION DEMOGRAPHICS (1)

POPULATION GROWTH (3)

Hispanic

Population

% Hispanic

of Total

Hispanic

Population

% Hispanic

of Total

2000

2009

2014

899,000

1,541,600

1,912,300

23%

29%

32%

Persons 2+

Children 2-11

Teens 12-17

Adults 18-34

Adults 18-49

Adults 25-54

1,341,000

309,000

151,000

447,000

700,000

566,000

27%

40%

36%

38%

31%

27%

The Hispanic Population Is Expected

to Grow 113% from 2000 – 2014, Accounting for 47% of the Total Population Growth!

Source: (1) 2009 Nielsen Universe Estimates; Hispanic TV Households by Language Strata, includes Speaks Only Spanish, Mostly Spanish, Spanish and English Equally, and Mostly English (based on Persons 2+);

(2) Global Insight - 2007 Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections

san francisco
San Francisco

84% of Hispanics Speak Spanish at Home(1)

MARKET SIZE (1)

INCOME & CONSUMER SPENDING (2)

#9

Hispanic

Disposable

HH Income

Hispanic

Consumer

Spending

Hispanic

Disposable

Income

Hispanic DMA

(Ranking by TV HHs)

377,730 Hispanic Households

15% of the DMA

$87,118

$33.3 Bil.

$35.0 Bil.

Hispanics Are Projected to Save/Invest Approximately $1.7 Billion This Year!

Hispanics Have Larger Households!

3.8 Persons vs. 2.7 Total Market

POPULATION DEMOGRAPHICS (1)

POPULATION GROWTH (3)

Hispanic

Population

% Hispanic

of Total

Hispanic

Population

% Hispanic

of Total

2000

2009

2014

1,288,600

1,582,400

1,717,600

19%

23%

24%

Persons 2+

Children 2-11

Teens 12-17

Adults 18-34

Adults 18-49

Adults 25-54

1,427,000

279,000

145,000

445,000

740,000

609,000

22%

31%

28%

31%

24%

20%

The Hispanic Population Is Expected

to Grow 33% from 2000 – 2014, Accounting for 87% of the Total Population Growth!

Source: (1) 2009 Nielsen Universe Estimates; Hispanic TV Households by Language Strata, includes Speaks Only Spanish, Mostly Spanish, Spanish and English Equally, and Mostly English (based on Persons 2+); (2) Global Insight - 2007 Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections

slide53

McAllen-Harlingen

91% of Hispanics Speak Spanish at Home(2)

MARKET SIZE (1)

INCOME & CONSUMER SPENDING (2)

#10

Hispanic

Disposable

HH Income

Hispanic

Consumer

Spending

Hispanic

Disposable

Income

Hispanic DMA

(Ranking by TV HHs)

291,220 Hispanic Households

83% of the DMA

$53,377

$15.1 Bil.

$15.3 Bil.

Hispanics Are Projected to Save/Invest Approximately $200 Million This Year!

Hispanics Have Larger Households!

3.4 Persons vs. 3.3 Total Market

POPULATION DEMOGRAPHICS (1)

POPULATION GROWTH (3)

Hispanic

Population

% Hispanic

of Total

Hispanic

Population

% Hispanic

of Total

2000

2009

2014

856,600

1,101,000

1,237,100

88%

89%

90%

Persons 2+

Children 2-11

Teens 12-17

Adults 18-34

Adults 18-49

Adults 25-54

1,001,000

214,000

110,000

281,000

475,000

402,000

86%

90%

90%

91%

90%

90%

The Hispanic Population Is Expected

to Grow 44% from 2000 – 2014, Accounting for 95% of the Total Population Growth!

Source: (1) 2009 Nielsen Universe Estimates; (2) Global Insight - 2007 Hispanic Market Monitor (income reflects average);

(3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections

slide54

CONTACT INFORMATION

15147 Woodlawn Avenue

Tustin, CA 92780

Fax: 714/258-2409

Cristina Vázquez

Assistant Account Executive

714/258-2400 x-429

[email protected]

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